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Brand Awareness
and Customer Loyalty
Author: Maciej Koniewski
February 2012
Brand Awareness and Customer Loyalty
Brand awareness is the lowest level of brand recall. This is where the brand recall
continuum begins, extending from simple brand recognition to having complex
cognitive structures constructed on the basis of detailed information concerning the
brand.
The set of associations and facts about a brand is the direct result of a companys
marketing activity, but also of other factors beyond the companys direct control, e.g.
recommendations by other product users. The process of building brand image among
customers or consumers should be methodically performed and monitored by the companys
marketing department.
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Brand Awareness and Customer Loyalty
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3
Brand Awareness and Customer Loyalty
High brand satisfaction and its presence in the consumers range of spontaneous recall
translate into his/her loyalty he/she is more willing to buy other products of the same
brand.
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